Athleticon

Athleticon
BRANDING AND WEBSITE FOR A WEEKEND-LONG ATHLETICS, WELLNESS AND ENTERTAINMENT EXPERIENCE
Co-created by longtime business partners Dwayne Johnson and Dany Garcia, Athleticon is a live event experience in the pioneering category of fitness entertainment. Inspired and fueled by their shared vision and the culmination of decades of lessons learned, Athleticon is an immersive event with curated programming bringing together the best of athletics, wellness and entertainment. As the digital partner for Athleticon, we created the branding and splash website to build interest and gather emails for those interested in attending and becoming sponsors.
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BRANDING ATHLETICON
The biggest challenge in branding Athleticon was finding an identity that embodies qualities that are not always found together. Specifically these qualities were family-friendly, inclusiveness, grit, intense competition among others. The Athleticon logo features sharp angles to represent intensity, a gradient of colors to represent inclusiveness and a metallic reflectiveness to emphasize the entertainment aspect of the event. In addition to the logo and icon, we created a series of brand colors which identify the brand pillars of the event; athletics, wellness and entertainment. These colors are integrated seamlessly throughout the website, appearing in constantly undulating gradient backgrounds as well as free-flowing organic lines.

PARTNERS
Client: AFEHCON, LLC.

SERVICES
Website Design, Website Development, User Experience, Wireframe Design, Branding, Identity, Logo Design

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